6.25.19 10 Proven HVAC Marketing Strategies for Attracting More Customers

To compete in the HVAC industry, you have to market your business which may seem like an enormous task.

But…If you’re reading this, you are already on the right track!

There’s good news: You don’t have to reinvent the wheel with your HVAC marketing.

In fact: I wouldn’t recommend doing so! What has already worked for other HVAC companies will also work for you! The best companies are all doing the same thing, and guess what – they didn’t start with a big investor, tons of money or a tree sprouting cash. They started just like you – where they had to prioritize what they did depending on the cash that was available. They had to and still have to scale what they are investing in, one step at a time, continuing to build and expand their footprint. Constantly increasing how many potential customers who need their services can find them.

During this webinar, we will show you 10 HVAC marketing strategies that are already proven to generate leads and sales. It just requires you to choose wisely, implement and let the numbers guide your decision vs, your emotions.

Let’s work through the strategies employed by the HVAC dealers who are growing, doubling and even quadrupling their size.

This webinar is for those who are ready to achieve different results. Who are tired of doing the same thing and getting the same results. Those who are ready to change how they think, and what they do, to get a achieve accelerated results.

Proven HVAC Marketing Strategies for Attracting More Customers

The 12 Step Roadmap consists of everything from your website and branding to content, SEO, PPC, reviews acquisition and so much more. What are the things you should be attending to right now in order to develop a strategy for growth in the current economic climate and time of pandemic?

Your website is your store and the content is your product. It is vital to ask the question “Are you an option?” Focusing on these three areas right off the bat will get you moving forward.

Digital Experience Platform

This is something that is bigger than your website, brand or logo. It is a platform that houses all your software, tools, logos and anything else that makes your business what it is. This is what you use to create an experience for your customers. The tricky part is putting this information together in the correct format in order to engage the customers where they are searching. Technology advances dramatically during any given year and you will have to adjust and update this experience accordingly. It is important to be visible for those users using mobile devices. Accelerated mobile pages take pieces of your website and put it into a format that is visible and engaging for those searching via mobile technology.

The digital experience platform is essentially made up of the following:

• Branding and logos
• Website, landing pages, Apps and other software which is working together
• Mobile first
• PHP 7+
• WordPress 5+
• Bootstrap
• Accelerated mobile pages
• Schematic markup
• Conversion systems and software
• Business intelligence tools used to optimize performance and conversion rates
• AI and Cognitive computing
• Omni Channels – how are you leveraging content, physical locations, mobile applications and social media.

As long as your customers are advancing in line with the technology available, so should you. Your CMS system must continue to evolve with the times, technology and demand. It is time to take that step further and leverage every possible tool available to create a user experience that is unforgettable. Build onto your existing systems rather than starting over each time.

IOT Devices

There are so many different IOT devices in use today. This ranges from mobile phones to smart watches as well as devices within the home like entertainment systems. These devices are opportunities to gather data on the customers that you want to service. Cloud based storage hubs are used to store this data which can be used to make better and smarter decisions for your business.

Start Ups – Step 1

What must be remembered is that yes, as a start up you certainly don’t have money to throw around, however doing the wrong things may cost you more than doing it right in the first place. If you start off with the proper processes and technology in place you can focus your energy on growth.  At some point in your journey you are going to have the finances and resources to implement all the relevant technologies and tools to properly assess your progress and areas of concern. This is a process, not a one-off task. Evolution is key.

Start Up – Step 2

In order to tackle the need for content with limited resources it is vital to focus on pages for the services you want to sell, in the areas you want to sell them. Marketing and ranking those pages first before adding content is a good route to follow. Depending on the competition you are up against in any given service and area will determine how much content ranking your site above your competition will require, as well as how aggressive your marketing process has to be.

Pages, Then Content, Then Extreme Content

• Services you want to sell
• Neighborhoods you want to sell them in
• Location it resides within
• How, when, where, why, what
• Content by adaptive to voice based search
• Content by text based search
• Online public relations
• Ecommerce wish list
• Connectivity content
• Video content and live video feeds
• Image and graphics content
• Downloads, promotional and useful content

Conversion Optimization (Personal Device Interaction)

• Click to call
• Mobile conversions
• AI Chatbots
• Test/SMS Systems
• Video conferencing
• Marketing automation
• Customer service automation
• AI troubleshooting
• Email marketing
• Predictive marketing or predictive content management
• Voice control

There are a number of ways to encourage your customers to convert. While implementing all of these systems is going to be both expensive and possibly confusing to the customer, they should all be part of your evaluation process. Using data, identify the specific conversion tools that are getting the most conversions and go with that. Customers vary in diversity and preferences. Your goal is to make your business easily accessible and to provide the tools and services that your customers are looking for. Convenience is the name of the game.

Local Marketing

• Google my business listing
• Aggregators
• Local listings
• Citation sites
• Social directories
• Dealer locators
• Industry sites
• Local services ads
• Review sites
• Directory sites
• Search engine sites
• Referral partner sites

The initial listing you need to implement is the Google My Business listing which is free of charge at the moment but a wonderful resource to get you found. There are a number of these listings that don’t require you to have a website in place. To kick off you don’t have to have a website for people to find you. These systems and listings can be easily integrated into your website once it has been built.

Reputation & Reviews Marketing

Your reputation is what will act as a magnet to new business. Encouraging customers to leave reviews is vital. Including reviews on your website will assist in boosting your Google rankings. New customers are more likely to trust a company that others have said is worthy. Reviews can come in many forms. While some may enjoy reading text others may prefer video reviews.

• Schematic markup
• Google business listings reviews
• Reviews by city like Nearby Now
• Social media reviews acquisition
• Reviews re-marketing
• Reviews optimization
• Video reviews
• Reviews by rep
• Reviews by service
• Reviews by site
• Real time reviews monitoring
• Reviews respondent strategy

Social Marketing

Social media is dominating interactions between people at the moment. These platforms can be perfect opportunities to boost your business and interact with your customers.

• Google my business postings
• Basic Facebook content
• Personalized Facebook content
• Connected Facebook content
• Facebook advertising
• YouTube content
• Twitter content – auto posting
• Instagram content
• Pinterest content
• SnapChat content
• Linkedin content

Social sites are where your customers are spending their time. Meet your customers where they are. Utilize the platforms available to you to the fullest extent.

Search Engine Marketing

Ranking on Google is no easy feat to achieve. There are processes and infrastructure that need to be in place in order to ensure that you are an option. Organic search leads are not defined by time and can offer you an indefinite period of lead generation if you are committed to putting the work in.

• Rank tracking
• On page SEO
• Image optimization
• Interior linking
• On page SEO
• Site optimization
• Server optimization
• Load time optimization
• Mobile optimization
• Content optimization
• Landing page optimization
• Conversion optimization

If you have an non-compliant, unsecured, old website even a seasoned SEO agent won’t be able to work miracles. 

Content Optimization

You won’t know what content you require until you have built a website and created the relevant pages you want to focus on. You will have to monitor how these pages rank and gauge the traffic that visits each site. 

• Pictures and graphics
• Press release distribution
• Service pages
• Technical content
• Analytical content
• Chatbot broadcast
• Text   email content
• Steaming raw, live and professional videos
• Blog content
• Emotional content
• How to content
• Case studies
  
  
  
  
   

Content is what engages your customers. This needs to be relevant, interesting and engaging. Content on our focus service pages really needs to stand out and offer the client what they are looking for.

Paid Advertising

• Landing page strategy
• Conversion rate optimization
• Google adwords
• Display marketing
• Conversion rate optimization
• Landing page strategy
• Local service marketing
• Conversion rate optimization
• Facebook advertising
• Conversion rate optimization
• Remarketing
• Conversion rate optimization

Mindset, Action & Commitment

Your mindset plays a huge role in your ability to reach success. Pay the price now rather than suffer more of a cost for the wrong decision.

• Commit to the process
• Make wiser decisions upfront
• Positive mindset
• Collaborative mindset
• Be a learner
• Take action
• Focus on data
• Seek progress as this is the path to results
• Respect the complexities for the data points and the vast number of them working together
• Realistic connection between time, money, resources and competition
• Show up, suite up, participate
• Do more of what’s working, less of what isn’t and ask questions

Being an entrepreneur can be frightening (especially if you’ve been neglecting the basic demands of the Digital Age) but with the right mindset, positivity, commitment to the process and an ability to learn and adjust you will give yourself the opportunity to grow.